There are situations when an auto-tweet, or any type of automatic response is appropriate and acceptable, like if someone just subscribed to a newsletter. But when a customer calls your airline “the largest, sh—iest airline in the world,” we don’t think that you should automatically be thanking them for their support!
Not looking after your business’ social media can be detrimental to your business. Like it or not, business owners must work on developing a strategy and understanding of these online platforms. Social media will continue to evolve alongside society and businesses will need to perfect their techniques to stay within the algorithm. Using social media as a free marketing tool that businesses can utilise to garner attention and growth. However, if you can not maintain your business’ online presence you will be excluded from reaching new customers. This is what many businesses struggle with.
Although there are many common mistakes businesses make on their social media platforms there are also some lesser-known tips which many businesses fail to take advantage of. .
There are various free tools that utilise a link hub where people and businesses can place all of their social media connections as well as specific links that are easier for people to access. For example, you can add a link to your latest blog posts, social media account, e-commerce site etc. This is particularly useful for social media sites such as Twitter and Instagram that only allow you to include 1 link in your bio.
A couple of examples of the LinkHub landing page is LinkTree, Campsite.bio, Lnk.Bio and Milkshake which are all free and affordable options. There are also more expensive plans such as Lead Pages, Short Stacks and Tap.Bio which have more features such as status updates on your profile performance and tracking engagement to these social links.
It's important to compare and study the engagement of your posts. If there is low engagement on a particular piece of content you created then it's clear that consumers aren’t interested in that specific type of content. Similarly, if many people are liking, commenting and sharing your post, this positive reaction indicates followers and consumers are interested with what you posted.
Additionally a way to ensure the content is suitable for consumer interest is to perform a competitive search engine optimisation analysis. Here is our blog post that goes into detail about this. Furthermore, a way to boost engagement is to have a call to action to motivate followers to access blog links and to your sites.
Many businesses attempt to build their brand identity across all different social media platforms. However, it's a useless and unproductive tactic to expand the business as different target audiences will utilise very specific social media platforms. There is no point in aiming for all social media platforms when your brand’s target audience will only be utilising a few of them out of the many. Therefore, it's important to pick and choose wisely the platform you and your business want to concentrate on.
It's hard to work on a business and maintain a social media platform at the same time. Utilising a scheduling site to upload your social media content at a specific time of day across all different platforms. It's easier to visualise and plan the content ahead of time, in order to maintain social media performance and as well as ensuring the content you produce has enough variety.
Social media will always evolve as society changes over time. However, it's important to understand the basics of these platforms to truly grasp the full potential of your brand identity. Although it’s free, if not used well you are lacking the ability to bring the brands full potential.